By: Josh Sternberg | Digiday
Necessity is the mother of invention. With declining ad sales for the last seven years, newspapers — large and small — are forced to find the best ways to squeeze as much revenue from their pages, particularly online where inventory is seemingly infinite. Enter programmatic buying as a way to generate some much needed revenue. Some, like USA Today, drag their feet. Others, like the Star Tribune, embrace it.
This pains me so much. The Star Tribune is leaving so much money on the table by surrendering their inventory to programmatic buying. This is not innovation, it is throwing dirt on a local sales problem.
Star Tribune Throws Dirt On Local Sales Problem